Module 3 on Boosting Marketing Visual Literacy

1. Co-funded by the
Erasmus+ Programme
of the European Union
Boost Your Marketing with
Visual Literacy
Module 3

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This project has been funded with support from the European Commission. This publication [communication]
reflects the views only of the author, and the Commission cannot be held responsible for any use, which may
be made of the information contained therein.
1
This learning module aims to
enhance your marketing skills by
leveraging the power of visual
literacy. In today's visually-oriented
business environment, the ability to
effectively communicate and engage
with your audience through visual
content is crucial.
This module will provide you with
the knowledge, skills, and tools
necessary to incorporate visual
elements into your marketing
strategies and campaigns. You will be
equipped with the visual literacy
skills needed to boost your marketing
efforts and achieve better results.
Module 3 Overview Visual Literacy in Marketing
2 Visual Elements in Marketing
3
Understanding the power of visual
storytelling in conveying brand
messages and values.
4 How To Create An Attractive Brand
5 Activity

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• Understand the concept of visual literacy and its relevance in marketing.
• Explore the impact of visual elements on audience engagement and brand
perception.
• Learn how to create visually appealing and effective marketing materials.
• Discover tools and resources for creating and enhancing visual content.
• Develop strategies for incorporating visual elements into your marketing
campaigns.
• Analyse and evaluate the effectiveness of visual content in marketing.
Learning Objectives

4. Co-funded by the
Erasmus+ Programme
of the European Union
Visual Literacy in
Marketing
Topic 1:

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Marketing can be defined as a set of
methods and means available to an
organisation to create, reveal and promote
value, services, products, to its target
audiences to achieving its objectives
(Lendrevie and Lindon).
Marketing techniques are therefore
applicable to any organisation (companies,
political parties, public authorities, NGO,
etc.) and can target different audiences
(consumers, citizens, etc.).
What is marketing?

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Visual literacy and visual communication
play a crucial role in the field of marketing,
as it enables marketers to effectively
communicate their messages, capture
audience attention, create a strong brand
identity and stand out from the
competition.
This is called visual marketing, that focuses
on combining marketing messaging with
visuals, including images from videos,
infographics, pictures, signage, logos, and
more.
Because humans respond better to
nonverbal (wordless) communication, visual
marketing focuses on making an object—
rather than merely text—the focal point of
your message.
Visual Marketing

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1. Capture attention
Visuals can convey information quickly. By
using well-designed visuals, entrepreneurs
can simplify complex messages, making
them more accessible, appealing and
engaging for the audience.
2. Build a strong brand
The visual elements associated with a
brand, such as its logo, color scheme,
typography, and overall design, when used
consistently and strategically, create a
cohesive and recognisable brand identity
and foster brand loyalty among customers
or audience. It should represent the brand's
values, personality, and positioning.
Why use visual marketing?

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3. Evoke emotions
Humans are inherently visual beings, and
visuals have a powerful impact on our
emotions and behaviours.
You can use visuals that evoke specific
emotions aligned with your goals, whether it is
using vibrant colors to create excitement,
employing images that evoke nostalgia, etc.
As such you can influence consumer
perceptions, attitudes, and decisions.
Why use visual marketing?

9. Title Three Title Four
V I S U A L L I T E R A C Y F O R E N T R E P R E N E U R S
Of information
transmitted to
the brain
comes from the
visual perception
Of our brain is
involved in
visual
processing
You can get the
sens of a visual
scene in less
than 1/10 of a
second
People retain 10%
of what they
hear, but 65% of
the information
is still
remembered 3
days later when
text is combined
with pertinent
visuals
80% 50% 0:01 65%
Why use visual marketing?

10. Co-funded by the
Erasmus+ Programme
of the European Union
Visual Elements in
Marketing
Topic 2:

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Visuals elements serve as the initial hook that
grabs the viewer's attention, curiosity and create
a strong first impression.
Eye-catching images, videos, and graphics have
the potential to stop users in their tracks and
compel them to explore further.
They also convey emotions and forge a
connection with the audience, allowing them to
relate to the brand on a more personal level.
Visual elements enhance brand communication
and storytelling. Brands have distinct
personalities, values, and stories to tell, and
visual elements serve as a powerful medium to
convey these messages effectively.
Logos, color schemes, typography, and overall
design aesthetics are all visual cues that
contribute to a brand's identity.
Visual Elements in
Marketing

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Images Videos Animated GIFs
and MEMES
Charts and
infographics
Banners and
interactive
elements
Visual elements to consider

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Images hold the ability to instantly attract
attention and convey messages in a concise
and impactful way. A well-chosen image can
capture the essence of a brand or a
campaign, drawing viewers in and piquing
their curiosity.
Additionally, images have the capacity to
evoke a broad spectrum of emotions,
ranging from joy and excitement to
nostalgia or empathy.
Make sure to:
• Use images pertinent with the text.
• Always use high quality images, to
portray a positive vibe for your brand.
• Add your branding to it, company name
and logo.
Visual Elements - Images

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80% of people would rather watch videos
than reading blogs.
They provide a dynamic and immersive
experience that can captivate viewers with
the combination of moving images, audio,
and storytelling elements.
Make sure to:
• Create valuable content for your viewer
that entertain, educate, inspire, not just
promote.
• Keep it short and simple (2 minutes max
to generate more engagement).
• Add captions or subtitles, good for
accessibility and SEO.
• Make sure to optimize the size and
format for the platform you are targeting.
• Publish it on the right platform, social
media, blog, Youtube, etc.
Visual Elements - Videos
https://visual-literacy-skills.weebly.com/visual-literacy-in-advertising.html

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Charts, graphics and other information designs
can convey complex information in a visually
appealing and digestible format as they can
simplify intricate concepts or data. Colorful
illustrations and well-designed infographics can
enhance comprehension, draw attention to key
points, and spark curiosity.
Remember to:
• Give the data a purpose or a story.
• Conduct research before designing.
• Plan out the project in a prototype.
• Make the visualisations easy to understand.
• Organise the sections in an easy-to-follow
order.
• Use attractive colour palettes and font
combinations.
• Use hierarchy principles.
Visual Elements - Graphics
https://visual-literacy-skills.weebly.com/visual-literacy-in-advertising.html

16. Co-funded by the
Erasmus+ Programme
of the European Union
Understanding the power
of visual storytelling in
conveying brand messages
and values
Topic 3:

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Visual storytelling is the art of conveying a
narrative through a combination of visual
elements such as composition, lighting, colour,
and movement.
It is a fundamental human tool used to educate,
motivate, foster intimacy, cultivate trust, and
drive connections.
The creation of stories offers the opportunity
to build, spread and confirm an identity for a
long-term strategy. The ability to create a
symbolic and emotional universe of values
allows to give an additional value for
companies and local communities.
By combining visuals and storytelling, and
putting people and their stories at the centre of
the message, brands can create narratives that
resonate with their audience in a more authentic
way.
Here are some key steps to effectively
incorporate visual storytelling into your brand
identity.
Visual Storytelling

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1. Define your brand story and purpose, and
the key messages you want to convey.
Understand your brand's values, mission, and
unique selling points. Sell an experiences, not
only a product or service!
2. Understand your target audience
preferences, interests, core challenges and
aspirations to tailor your visual storytelling to
resonate with them on a personal level.
3. Craft a cohesive narrative and identify the
key elements of your brand story that you
want to communicate visually. Determine the
structure and flow of your narrative aligned
with your brand's messaging and values.
These first 3 steps will give one-liner brand
narrative to set your brand purpose answering
WHY your brand exists beyond making money.

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4. Develop a visual style guide that reflects your
brand identity and voice and outline typography,
colour palette, imagery style, graphic elements and
overall design aesthetics.
5. Choose compelling, authentic and
relatable visuals that effectively convey your
brand story and evoke the desired
emotions.
6. Incorporate branding elements, logo,
colour palette, and typography into your
visual storytelling and visuals, enhancing
brand recognition and reinforcing your brand
identity.

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7. Create a consistent visual experience, key to
building a strong brand identity. Ensure that
your visual storytelling maintains a consistent
look and feel across various platforms and
marketing channels.
8. Encourage audience interaction with your
visual storytelling with polls, quizzes, or user-
generated content, to deepen their connection
with your brand.
9. Regularly evaluate the effectiveness of your
visual storytelling efforts. Monitor audience
engagement, feedback, and market trends.
Use this information to refine and improve
your visual storytelling strategies over time.

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Brands with a strong visual identity through
visual storytelling
The following companies exemplify the power of visual storytelling in
marketing. They have successfully developed strong and consistent
visual identities, effectively utilising visual elements to communicate
their brand values, evoke emotions, and establish a strong connection
with their target audience.

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Nike is known for its visually compelling
and emotionally evocative marketing
campaigns. Through their use of
powerful imagery, dynamic typography,
and bold color choices, Nike creates
visually striking visuals that resonate
with their target audience.
They often feature athletes in their
campaigns, capturing moments of
passion, determination, and success.
Nike's visual storytelling effectively
communicates their brand values of
inspiration, empowerment, and
excellence.
Nike

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Airbnb has successfully utilised visual
storytelling to showcase unique travel
experiences and promote a sense of
belonging. Through their visually
captivating website and app interface,
they effectively use high-quality imagery
to showcase accommodations and
destinations.
Airbnb's focus on user-generated
visuals, such as traveller photos and
reviews, enhances the authenticity and
trustworthiness of their brand, creating
a visually rich and immersive experience
for their users.
Airbnb

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Ciù Ciù is a familial wine and local products
company situated in the Marche region in
Italy.
With their “Ancient recipes” project, they
are collecting and telling stories and
traditional local recipes, associating their
brands with tradition, community and
convivial spirit. They also associate their
products to seasonality, protection of local
biodiversity and varieties, creating a strong
connection to the territory and its people.
The visual storytelling is used with short
videos, showing the steps to make these
“ancient recipes”, and tuning each of them
with one of their wine.
Ciù Ciù Tenimenti Bartolomei

25. Co-funded by the
Erasmus+ Programme
of the European Union
How To Create An
Attractive Brand
Topic 4:

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Brand identity plays a pivotal role in the success and sustained growth of a business. It
serves as a strategic tool for differentiation in highly competitive markets, enabling
businesses to establish a unique and memorable position. By effectively
communicating the distinctive attributes and value proposition, a robust brand
identity enhances recognition and facilitates consumer decision-making processes.
Moreover, brand identity fosters trust and credibility, as it signals professionalism,
consistency, and reliability to stakeholders. Building trust is essential in establishing
long-term relationships with customers and fostering positive word-of-mouth
recommendations.
The importance of an effective brand

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Brand identity serves as a catalyst for emotional connections between brands
and consumers. Beyond visual elements, it encompasses intangible aspects
such as brand values, personality, and associations. These elements facilitate
the creation of emotional bonds, aligning consumer aspirations and values
with those of the brand.
It also ensures coherence and consistency across diverse touchpoints and
marketing efforts. It provides a framework for guiding visual elements, tone of
voice, messaging, and customer experiences. Consistency in brand
presentation reinforces brand recall and reinforces brand values, it builds
consumer confidence and trust.
This video highlights the emotional connection that can be established upon
effecting branding: How Apple and Nike have branded your brain | Your Brain
on Money | Big Think - YouTube
The importance of an effective brand

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Creating an attractive brand requires a
thoughtful and strategic approach.
By understanding your target audience,
developing a unique value proposition,
and consistently delivering exceptional
experiences, you can build a brand that
captivates and resonates with your
audience, fostering long-term success.
How to Create an Effective
Brand

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1. Define your brand identity: mission,
values, and target audience.
Understanding who you are as a brand
will guide your decision-making
throughout the branding process
2. Conduct thorough market research to
gain insights into your target audience's
needs, preferences, and aspirations.
Understanding their desires and pain
points will help you tailor your brand to
resonate with them.

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4. Create a visually appealing and
memorable logo that reflects your
brand's identity and resonates with your
target audience. Consider colours,
typography, and imagery that align with
your brand values and evoke the desired
emotions.
3. Identify what sets your brand apart
from competitors and craft a unique
message and story. Clearly
communicate the benefits and value
that your brand offers to customers,
highlighting why they should choose you
over others. Choose a specific
vocabulary.

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5. Develop a visual style guide that
outlines guidelines for consistent use of
colours, typography, imagery, and
graphic elements across all brand
materials. Consistency in visual elements
helps create a cohesive and recognisable
brand identity.
6. Develop a content strategy that aligns
with your brand values and resonates
with your target audience. Create high-
quality and relevant content across
various channels, such as your website,
social media platforms, and blog, to
attract and engage your audience.

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7. Ensure that every interaction with
your brand, whether it's through
customer service, packaging, or user
experience, delivers a positive and
memorable experience. Consistently
exceed customer expectations to foster
loyalty and advocacy.
8. Engage with your audience and build
relationships through social media,
email marketing, and other
communication channels. Be
transparent, responsive, and authentic
in your interactions, and actively listen
to your customers' feedback

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9. Regularly assess your brand's
performance and make necessary
adjustments based on market trends,
customer feedback, and emerging
opportunities. Keep your brand fresh and
relevant by staying agile and responsive to
changes in the business landscape.

34. Co-funded by the
Erasmus+ Programme
of the European Union
Activity – Spot the hidden
meaning using visual
literacy skills!

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Can you spot the hidden meaning?
If you look closely there is an arrow
between the E and X. This represents
the company’s speed and accuracy,
allowing the company to visually
convey their motto!
Can you spot the hidden meaning?
The arrow spanning from A to Z in this
logo visually represents the huge
variety of products sold by the
company. The arrow is also shaped like
a smile, illustrating the high levels of
customer satisfaction experienced by
those shopping with Amazon.

36. Co-funded by the
Erasmus+ Programme
of the European Union
Activity – Pick one
statement, thought or
brand you associate with
each colour provided

37. Co-funded by the
Erasmus+ Programme
of the European Union

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This project has been funded with support from the European Commission. This publication [communication]
reflects the views only of the author, and the Commission cannot be held responsible for any use, which may
be made of the information contained therein.
This wheel may help in
explaining why certain
colours make us feel
certain emotions!

39. Co-funded by the
Erasmus+ Programme
of the European Union
Activity – Using what we
know about colours in
visual literacy marketing,
match the statement to
the advertisement

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Match the statement to the advertisement
1. The colour theme used in this advertisement
represents femininity.
2. The use of this colour throughout this
advertisement represents health and safety.
3. The colour scheme of this advertisement represents
sophistication/power/success.

41. Co-funded by the
Erasmus+ Programme
of the European Union
References and additional
resources

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Digital tools to help
create a visually
appealing brand
Genially
Bring your ideas to life
using animation and
interactive design,
without any
programming
knowledge. Datawrapper
Enrich your stories
with charts, maps
and tables
Tailor Brands
AI-powered branding platform
that offers logo design,
brand identity development,
and social media
management tools. It
provides a comprehensive
approach to establishing a
cohesive visual identity.
Visme
A all-in-one platform
for creating
presentations,
documents, data
visualisations,
videos, etc.
Coolors
A colour scheme
generator that helps
create harmonious
and visually appealing
colour palettes. You
can explore various
color combinations
and export them for
use in design projects.

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Visual Marketing: Is This an Appealing Strategy for Marketing in 2022-23
Visual Literacy and Visual Communication: Their Role in Today’s Content
Marketing
Marketers need to upskill their visual literacy to stay competitive
Representation in advertising
What Makes Visual Storytelling Marketing So Effective?
Keys to creating an attractive brand to seduce your customers
How Apple and Nike have branded your brain | Your Brain on Money | Big
Think
17 ways to make your personal brand more attractive
References